Give Your Promotional Materials an Overhaul
With business picking up for many companies that were hurt by the lagging economy, now is the perfect time to take a close look at
how you're presenting your company identity to the public -- and to evaluate whether this identity is working for you. By reviewing
your promotional materials now, you can get your company ready to take advantage of opportunities for future growth before the economy
heats up again.
"Here are some of the questions I recommend that my clients ask themselves as they evaluate their branding strategy," says Robert Hintz,
a corporate communications expert. "Answering these questions and implementing a strategy to address them will deliver positive sales results."
Does your marketing material clearly reflect your company's core values and personality?
Even if you're not Coca-Cola, you need to have a consistent brand image. Whether you're the new kid on the block or an established
firm that's been in business for generations, your marketing materials should convey your unique attributes to potential customers.
Identify your company's core values and personality, then check out the look of your brochures, sales letters, website, and other
marketing materials to make sure they have a strong, consistent design approach that fits the message you're attempting to communicate
to your target audience. Marketing is not only about visual communication; it's also about the core values of the company and how your sales team, support staff, administrators, part-timers, etc represent these values.
Are your marketing materials accurate and complete?
Bring together four or five individuals associated with your business such as clients, suppliers, employees, family and, if possible,
a marketing advisor. Gather all your promotional pieces and lay them out on a table. Include your business stationery, brochures,
business cards, and media kits. As well, lay out a printed version of your website. Proofread all your communications to ensure accuracy
and clarity. Evaluate the effectiveness of the information and its ability to present your brand identity. Makes sure all of the
information is current and printed clearly on high quality paper in a typeface that fits your company's image. Then evaluate your
website the same way. It's also essential to ask yourself whether you make it easy enough for clients to contact you. Do your
mailings include a reply card? Do your e-mail messages include your phone number and address? If they don't, make a point of adding this information as soon as possible.
Are your marketing efforts beneficial to your customers?
Many companies get so caught up in celebrating new and improved products or services that they forget to tell customers how these
improvements benefit them. Take a cue from media people and make sure that you communicate these benefits clients why the news you're
conveying is important to them in any "headlines" you include in your materials, as well as in the first few paragraphs of any brochures
or letters.
Have you personalized your promotional material?
"Take the time to add a personal comment on a postcard or newsletter," notes Debbie Cash, owner of Actually We're Nuts. Although many
small businesses are suffering during the recent economic downturn, Actually We're Nuts (specializing in homemade corporate and seasonal
gourmet treats) continues to stay busy. The extra time it takes to personalize your message results in a much higher response rate. Of
course, this approach is suitable if you're sending out sales letters to 20 people. But, it would not advisable to attempt this on a
mailing to 5,000 customers.
Have you purchased something from your company?
Many times, poor sales can be directly linked to the customer service experience. Do some secret shopping in your own store or call
the shipping department to check on the status of your purchase delivery. If you can't do it yourself, have an advisor or colleague
purchase an item or ask for information. Suggest that they look at all aspects of the experience, from customer service
to delivery, billing, and follow-up. If there's any step in the process that frustrates them, chances are it's driving customers
away.
Each time you communicate with another individual, you are making an impression. Good impressions are remembered; bad impressions are
never forgotten (and repeated to others like wildfire). If you follow the suggestions above consistently, you'll notice that finding new
customers and retaining your current ones becomes easier as time goes on.
Debbie Cash is the owner of Actually We're Nuts. For more information on her homemade corporate and seasonal gourmet product line, please visit: www.actuallywerenuts.com.
Robert Hintz runs a communication consultancy in Kleinburg.